Last but not least: "Loveworks" - Love works?
In twenty case studies from around the world, author Brian Sheehan—a professor of advertising and former CEO of Saatchi & Saatchi—explains how well-known brands benefit from the «Lovemarks» method. The launch of the book «Loveworks» took place last week in Cannes.
What do Pampers and Swisscom and Guinness have in common? They are all "lovemarks," i.e. brands that are downright loved. In this way, they have won emotional customer loyalty beyond mere reason. The success of the "Lovemarks" method is shown in the new book presented by Saatchi & Saatchi at the Cannes Lions International Festival of Creativity: "Loveworks: How the world's top marketers make emotional connections to win in the marketplace. Author Brian Sheehan, former Saatchi & Saatchi CEO in Los Angeles, Tokyo and Sydney, and now a professor at the S.I. Newhouse School of Public Communications, Syracuse University in New York, takes up the "Lovemarks" theory of Kevin Roberts, CEO Worldwide Saatchi & Saatchi, with his book. In 2004, Roberts defined marketing with "Lovemarks: the future beyond brands" with the following thesis: Emotions are the key to building sustainable relationships between brands and consumers. (More about Kevin Roberts: In conversation with Werbewoche at the Swiss Economic Forum in Interlaken).
In his book, Brian Sheehan presents 20 case studies of the steps brands take to achieve "Lovemark" status and how they benefit from the "Lovemarks" method in their markets. The brands featured include Lenovo, Guinness, Pampers, Swiffer, Safeguard, Camry, Lexus, Cheerios, T-Mobile, Visa, Miller, Nike, Skol and The Ritz-Carlton. The case studies come from the U.S., China, Brazil, Nigeria, Australia, the U.K., Japan, Israel and Argentina. All of the companies and brands have one thing in common: their focus is on creating and maintaining emotional connections with consumers over the long term.
Small side note: Despite similar wording, the book should not be confused with a relationship guide. (uma)
"Loveworks" is already the fourth "Lovemarks" book published by Saatchi & Saatchi together with independent publisher powerHouse Books, Brooklyn, New York. A total of 275,000 copies have been sold to date, according to the release, including the original title "Lovemarks: the future beyond brands" by Kevin Roberts, which has been published in 18 languages. The latest book, "Loveworks," can be purchased via Amazon.com and American bookstores. An online preview is here available. Saatchi & Saatchi presents at the Lovemarks Facebook Campus several learning opportunities available that focus on the academic study of emotions and marketing.
